Conceptual Branding in Honour of the S.S. Edmund Fitzgerald

Brett Lair - Fitzgerald Whiskey Concept

From the first time I experienced Lake Superior, I’ve been completely hooked. Never before have I experienced something with so much history, beauty, and power. I wanted to create a concept based on Lake Superior, but more specifically one that honours Captain Ernest M. McSorley and the historical SS Edmund Fitzgerald wreckage which occurred in 1975.

Important details are used throughout the design such as the wreckage coordinates on the bottleneck, the year the ship-building began, and Captain McSorley's last words before the ship went down.